In 2017, for the second year in a row, the value of the Finnish media market showed slight growth. TV, radio and other audio media grew, while newspapers and magazines declined. The strongest growth was in online advertising.
Last year, the value of the Finnish media market amounted to 3.8 billion euro. This was 53 million euro, or 1.4 per cent, more than in 2016. This is shown in Statistic Finland’s annual overview of the Finnish mass media market.
The Finnish Media Market 2016-2017, selected industries (EUR million)
1) Here, the television industry includes the entire activity of the Finnish Broadcasting Company (YLE), TV commercials and subscription fees to TV services, which are basic cable TV fees and pay-TV fees (incl. video on-demand services such as Netflix).
2) Daily newspapers are published 4-7 days/week, non-daily newspapers 1-3 days/week.
Source: Statistics Finland (click to see statistics for all media industries).
The largest media sector is the TV industry, accounting for almost a third (1.1 billion euro) of the total market value in 2017. Compared to the year before, the TV industry revenue increased by over two per cent, boosted by an increase for pay-TV services. At the same time, the volume of TV commercials and their share of TV revenues continued to decline.
The year 2017 was also favourable for radio and other audio media. Radio advertising, which has been increasing for several years, caused commercial radio revenue to grow by four per cent compared to 2016. The market for audio recordings grew by an estimated eight per cent, mainly explained by digital sales. However, both these sectors are relatively small, each representing just under two per cent of the media market.
The largest increase was in online advertising, up 14 per cent from 2016 to 2017. In contrast, daily newspapers and magazines continued their nearly decade-long decline. Daily newspapers’ revenue fell by almost three per cent, and magazine revenue by more than four per cent, compared to the previous year.
Despite the slight growth reported here, the size of the media market has decreased relative to the entire national economy. In 2017 the share of media in the GDP was 1.7 per cent, while it was 2.1 per cent ten years earlier.
About the statistics: The calculations presented here describe the media market at end-user level: for example, the figure on the newspaper market is comprised of retail prices of subscription and single-copy sales of newspapers, and their revenue from advertising. The figures cover domestic production and imports, but not exports. There is some overlap between Internet advertising and other media groups.